THE INFLUENCE OF COLOR IN ADVERTISING ON THE PURCHASING POWER OF CONSUMERS

Mykhailo Filon; Yevheniia Borsuk

doi:10.32782/2224-6282/167-2

Mykhailo Filon South Ukrainian National Pedagogical University named after K. D. Ushynsky https://orcid.org/0000-0002-2131-6413
Yevheniia Borsuk South Ukrainian National Pedagogical University named after K. D. Ushynsky

DOI: https://doi.org/10.32782/2224-6282/167-2

Keywords: advertising, color scheme, brand, purchasing power, marketing activities

Abstract

The article considers advertising and its colors. A study of the impact of color on the purchasing power of consumers on the example of well-known nonsense that is popular for Ukrainian buyers, advertising and its color scheme, the impact of color on the purchasing power of consumers. Perception of color and emotional attitude to it depends mainly on the emotional state of man and the associations they arise. Certain emotional states of a person correspond to his attitude to color, shade and combination of colors: one color is preferred, another does not cause special emotions, the third is completely rejected. And also it is possible to note about age features of the relation to color scale.

References

Law of Ukraine "On Advertising" of July 3, 1996 № 270/96-VR. Access mode: https://zakon.rada.gov.ua/laws/show/270/96-%D0%B2%D1%80#Text

Butenko N.Yu. (2005) Social psychology in advertising. Kyiv, 250 p.

Psychology of color in advertising. Access mode: https://leosvit.com/art/psyhologiya-koloru-v-reklami.

The essence of the concept of "advertising" and its meaning. Access mode: https://studopedia.info/ukr/1-478.html.

Закон України «Про рекламу» від 3 липня 1996 року № 270/96-ВР. URL: https://zakon.rada.gov.ua/laws/show/270/96-%D0%B2%D1%80#Text.

Бутенко Н.Ю. Соціальна психологія в рекламі. Київ, 2005. 250 с.

Психологія кольору в рекламі. URL: https://leosvit.com/art/psyhologiya-koloru-v-reklami.

Сутність поняття реклама та її значення. URL: https://studopedia.info/ukr/1-478.html.